The Roblox audience is gradually getting older and increasingly overlapping with the traditional gaming market. According to a new study by Newzoo and GEEIQ, Roblox had the highest total playtime on PC and consoles in the first half of 2026, surpassing Fortnite and Minecraft.
According to Newzoo, players spent 4.05 billion hours in Roblox on PC, PlayStation, and Xbox during the first half of the year. By comparison, Fortnite recorded 2.89 billion hours over the same period, while Minecraft reached 2.28 billion. At the same time, Roblox had fewer monthly active players on these platforms than Fortnite, but its users spent more time in the game.
The Roblox Audience Differs From Traditional Gamers
The study shows that Roblox players have somewhat different preferences from the average PC and console audience. They are more likely to choose arcade-style, co-op, and other social experiences, while they are less likely to play traditional premium AAA titles.
At the same time, there is a noticeable overlap between Roblox and mainstream gaming. This is particularly evident with sports games: 54% of Roblox console players also played sports games in the first half of 2026, compared with 41% of all console players. These games include NBA 2K26, Madden NFL 26, and EA Sports FC 26.
This is an important signal for publishers, as Roblox is gradually becoming not just an isolated platform for a younger audience, but part of a broader gaming ecosystem. Newzoo notes that companies should consider where Roblox players move as they grow older and how their habits may carry over into traditional games.
Half of the Audience Is Concentrated in Just 50 Games
Another important finding concerns the structure of Roblox. There are approximately 6.7 million active games and experiences on the platform, but the audience is distributed very unevenly among them.
According to GEEIQ, approximately half of Roblox’s concurrent players are concentrated in just 50 of the most popular experiences. This means that the huge number of games available on the platform does not translate into an even distribution of attention — a significant share of users is concentrated around a relatively small number of major hits.
This can be seen in individual projects. In 2025, Steal a Brainrot and Grow a Garden generated more than 105 billion visits combined, demonstrating how quickly individual Roblox experiences can scale.
Brands Benefit From Going Where the Players Already Are
The concentration of the audience also affects the strategy of companies looking to work with Roblox. GEEIQ analyzed 553 media and entertainment brand activations on the platform from 2021 through June 2026.
In 69% of cases, brands integrated into existing popular Roblox games instead of creating their own separate worlds from scratch.
For publishers, sports organizations, and other companies, this means that establishing a presence inside an already popular experience may be more effective than trying to attract an audience to a new one. Players do not have to leave the game they already enjoy to interact with a branded activation — it appears directly in the space where they already spend their time.
Roblox Is Trying to Keep Players as They Get Older
For Roblox itself, the aging of its audience is also becoming increasingly important. The company is investing in the platform's graphical capabilities and age-estimation system in an effort to retain users beyond the age of 16.
This could have a long-term impact on the entire gaming market. People who started playing Roblox as children may eventually carry the habits they developed there, as well as their preferred genres and interest in certain franchises, into traditional PC and console games.
That is why Newzoo views Roblox not only as an individual gaming platform, but also as a potential source of future audiences for traditional publishers.
What This Means for the Industry
The Newzoo and GEEIQ study shows that Roblox is gradually moving beyond its familiar image as a platform primarily associated with children. In the first half of 2026, it became the leader in PC and console gaming by total playtime, while its audience demonstrated significant interest in traditional genres and major gaming franchises.
For publishers, the key takeaway is not only the enormous scale of Roblox, but also where its players are concentrated. If around half of its concurrent audience is spending time in just 50 of the most popular games, integrating into established hits could be a more effective way to reach users than building a new experience from scratch.
For the traditional gaming market, Roblox could become a kind of launchpad for a new generation of players — an audience that spends its time in Roblox today and may become an active consumer of major PC and console games tomorrow.
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